A turning point in its history. That's how Warwick Hotels International describes its name change to Warwick Hotels & Resorts, combined with a new visual identity that shifts from beige and burgundy to a contemporary monochrome of purple, black, white and gold. The logo - a stylised crown - illustrates the prestigious continuity of an adventure that began in 1980 with the purchase of a hotel on 6th Avenue in New York; a 47-storey folly built at the request of press magnate William Randolph Hearst - the man who inspired Orson Welles' Citizen Kane - for the love of his life, actress Marion Davies, so that she could entertain her actor friends in the finest of conditions.
Warwick now has 50 hotels, two-thirds of which are city hotels, with flagship properties in Chicago, San Francisco, Brussels, Geneva and Paris. To give them greater visibility, all the establishments will feature the group's name, such as the Royal Windsor, which becomes the Warwick Brussels, or the hotel on the Champs Elysées, which is now called the Warwick Paris. Atypical, two boutique hotels, the Hôtel Barsey
in Brussels and the Westminster in Paris will carry the "by Warwick" label.
This clearer brand should give rise to a new development dynamic. This year, the group will be setting up operations in Shanghai, Riyadh and Al Khobar, and expects to take over management of around fifteen hotels in the Middle East by 2020. London is also one of the expected destinations. Finally, in September, Warwick intends to unveil its first customer recognition programme. Customers, who are often very loyal to one establishment, will be entitled to the same VIP privileges in the group's other hotels.
